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|title=The market research toolbox: a concise guide for beginners|publisher=SAGE|year=2005|edition=2nd|url={{Google books|qYW8vE0nx4gC|plainurl=yes}}|isbn=978-1-4129-1319-5}}</ref> and a major factor in maintaining [[competitors|competitiveness]]. Market research helps to identify and analyze the needs of the market, the market size and the competition. Its techniques encompass both [[Qualitative research|qualitative]] techniques such as focus groups, in-depth interviews, and ethnography, as well as [[Quantitative research|quantitative]] techniques such as customer surveys, and analysis of secondary data.
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It includes social and opinion research, and is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.<ref>{{cite book |year=2008
|title=International Code on Market and Social Research|publisher=ICC/ESOMAR Amsterdam, the Netherlands|edition=4 |url=http://www.esomar.org/uploads/pdf/professional-standards/ICCESOMAR_Code_English_.pdf|archive-url=https://web.archive.org/web/20180903185324/https://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ESOMAR_ICC-ESOMAR_Code_English.pdf|archive-date=3 September 2018 |url-status=dead|authorlink1=International Chamber of Commerce |authorlink2=ESOMAR |access-date=29 December 2009}}</ref>
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